NixonMcInnes, the specialist social media agency, has been selected by TUI Travel UK, part of TUI Travel PLC the world’s leading international leisure group, to develop an integrated social media strategy for its First Choice brand, following a competitive pitch.

The appointment of a dedicated specialist forms part of a major focus on social media as a central part of TUI Travel UK’s online marketing strategy, as the company looks to increase customer engagement and brand consideration.

The partnership will see NixonMcInnes work alongside First Choice’s marketing and PR teams to devise and manage a social media engagement strategy targeted towards families. Activity will position the First Choice brand as a caring company and communicate the benefits of First Choices’ Holiday Villages.

Nathan Timmins, head of online marketing, TUI Travel UK, says: “First Choice’s initial experiments with social media have already proved its value and we’re keen to get even closer to our customers through this channel. NixonMcInnes’ holistic approach to social media means that we’re working with a partner that can provide strategic insight, technical skills and tightly integrated online marketing and PR.”

Will McInnes, managing director, NixonMcInnes, says: “"I know how influential conversations and other peoples' experiences are in helping my family inform where we go on holiday and who with. Our goal with First Choice is to tap into that further and unearth new ways to help people discover and enjoy better holidays. By doing so we believe First Choice will break valuable new ground in the travel business.”

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Notes to editors

For more information, please contact:
Louise Greeves
+44 (0) 1273 764021

About NixonMcInnes

Established in 2000, NixonMcInnes is one of the UK’s largest agencies dedicated to social media. Its team of 17 specialists help clients to incorporate social media into their strategic plans through five ever-evolving practice areas:

- Strategy – creation of practical, considered strategies

- Research – discovering critical insights about customer behaviour in the social web

- Online PR – generating buzz by creating compelling content and messages to engage influencers, communities and new networks of customers

- Experiences – design and build of apps, widgets, online social networks and other sites and digital assets

- Culture – using training, workshops and mentoring to help organisations change their culture to embrace the social web and its profound effects on business

NixonMcInnes is actively engaged with Coca-Cola, Barclaycard, Channel 4, Cisco, Department of Health, Enterprise UK and Cabinet Office and many more. More information can be found at

Published on: 9:14AM on 27th January 2010